X-T-E-N-D-

End of studies project

Duration: 8 months
Thesis: Fabric: from sustaining to sustainability, a study of Indian behaviors, 2019.
Tutor: Vinayak Sharma

Exhibited during L'École de Design Nantes Altantique 2020

A sustainable men clothing line

This project fights against the fashion industry pollution. These garements extends the raw material life cycle from an average of 2,5 years to potential 3,5 years. By consuming less, people reduce their negative impact on the global fashion industry impact.

Concept

Each garment has a printed pattern chosen by the costumer according to its needs. Users can either choose afterlife product for taking care of their health in polluting cities like in India, ease their everyday life transportations or protect their body from the hard climate. Each of the proposition use the technical properties of the fibers while are trendy and new on the market. Regarding the transformation, the running stitch embroideries on the garments are present to ease the conversion by creating the final shape once the customer pulled them out. The decorative one can be reused for restitch the garment or for the finishes of the final piece. Tailors are involved in the process of transformation in order ot have a higher quality finish and for avoiding any mistakes. The pattern as much the steps respond to their level of skills.

Urban adventurer

Comparing other sustainable project including clothing, the concept X-T-E-N-D- does not focuses in priority on a fair and ethical production. While responding to the wish to own ready made clothing following a trendy casual urban style, the brand identity creates an aspirational image of sustainability by offering a seducing and responsible image. Morevover, thanks to a storytelling focusing on the technicality and reliability of the clothing, the user can easily see himself using the products in a urban context. In a larger picture, the project joins degrowth values. First it educates on the techinal nature of the fibers. Moreover, the system of transformation revives the trust of the youth with the tailors, which has the effect to creates a stronger attachement to the garments as during previous times. This new range of customer will have all the tools for acting in a sustainable way by consuming less, with more awarness and for a longer time.

A study of Indian customs

This concept started with a research of six month about the multi-purpose use of the fabric according to Indian lifestyles. A cross case-study methodology led in the state of Jammu and Kashmir, in Pondicherry and in New Delhi helped to identify the link between the global shift of the consumption with the decreasing participation to the sustainable behavior. The design answer aims to encourage the younger Indian generations, specially men, which narrow down the behavior to an outdated or lower social class practice to be sustainable again. Qualitative interview conducted in a circle loop process in Delhi helped to develop the system and both esthetic and use. The participation of the tailors is an example for easing the transformation. The final product is the result of multiple try with the tailors and the target in order to have the minimal steps of transformation. During the process, the embroideries were intially planned for restitching entierly the second product, it was however too complex. From the failure emerged this easier single action to pull out the threat to create the shape. Finally, from the testing part came out the need to explain the transformation on a video. This is the closes way to reality for explaining to the tailors the steps without intimidating them.

Find my profile and experiences on LinkedIn or contact me on martin.jules@outlook.com

© 2020 by Martin JULES.

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